App-crazy consumers are very adept at managing several communication modes at one time. Whether it’s on the web or on the phone, texting or talking, people today are immersed in data and have grown to expect immediate, always-on access to these channels for gathering, sharing, and verifying information. For brands, this means that interaction consistency and agent skill alignment in all operations is vital to building and sustaining exceptional customer experiences and long-term customer relationships.

Consumers expect their questions and concerns to be addressed in the same speed they themselves consume information: through seamless and contiguous interaction on multiple channels and platforms. They want an omni-channel service experience where they are able to move from chat to phone without the hassle of repeating their personal details and experiences, or getting different answers from different people.

One of the industry leaders in omni-channel customer service today is Trupanion, a leading provider of medical insurance for pets. Trupanion recognized that having omni-channel customer service capabilities would give them a competitive edge. They had several disparate systems in place: email, chat, and phone, with a lack of support and significant switching costs. They recognized customers’ frustrations and the impact it had on the company’s bottom line.

As a result, Aspect worked with Trupanion to overhaul their entire customer contact and workforce optimization infrastructure. The overhaul has allowed Trupanion customers to manage the interactions they have with the company’s agents on their terms. By putting customers in control of how they want to engage with the company, Trupanion is living up to its motto, “customer preferences first.” Regardless of whether their customers use chat or phone to initiate contact, they can move seamlessly from channel to channel and connect to the same agent. Not only has this resulted in increased efficiency in resolving issues, but more importantly Trupanion customers can now get questions answered and issues resolved on their terms while developing deeper relationships with the agents they interact with.

The success of Trupanion’s omni-channel capabilities is a clear sign of where the contact center industry is headed. Companies creating customer obsession cultures and placing the consumers’ experience above everything else will give them a competitive advantage. Delivering truly remarkable experiences will keep their customers loyal and win the hearts and the wallets of today’s consumer.